Performance Marketing
Over the past six years, I've been deeply involved in running paid campaigns across major platforms like Google, Meta, Snapchat, and TikTok, effectively linking brands with their target audience. My approach involves thorough research and crafting strategies that perfectly align with the company's goals. I'm all about using multiple platforms as part of a unified strategy to connect with audience across various online channels.
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I create engaging, high-converting creative assets, including copy, images, and videos. I'm particularly keen on using A/B testing to fine-tune campaign parameters. Whether we're testing creative elements, refining bidding strategies, or optimizing campaign goals, I firmly believe that A/B testing can make a significant difference in campaign performance.
Platforms: Google Search, Google Display, Youtube, Facebook, Twitter, Instagram, TikTok, Waze Ads
Reduced Cost per Result - Facebook Campaign
Objective: Increase the number of job seekers registering for a year-round career fair event across Canada.
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Outcome: Successfully decreased Cost Per Click (CPC) from $1.52 to $0.53 and achieved a remarkable 30% boost in conversion rates.
01
The Situation
Initially, our campaign was yielding satisfactory conversions but at a notably high Cost Per Click (CPC). Recognizing the potential for improvement, I delved into analyzing the campaign's performance to identify areas for enhancement.
02
Task
I dedicated time to scrutinize past campaigns and assess the current one for any discernible patterns. Through this analysis, I noticed that video content boasted a higher conversion rate and we target a wide audience of individuals seeking job opportunities in Canada.
03
Action
Given our extensive audience reach, I made the strategic decision to transition from "Interest Targeting" to "Broad Targeting," and predominantly shifted our creative assets from static images to engaging videos.
04
Results
Within 2 weeks, I observed a notable surge in conversions coupled with a significant reduction in CPC. This transition from "Interest-Based" to "Broad Targeting" enabled us to reach a larger audience at a lower CPC, resulting in substantial cost savings for the business.